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Is marketing the price you pay for poor design? Asks Andrew Au of Eight Inc.

The media and marketing industry needs to lift its gaze to consider both design and sustainability going forwards, the executive director of the Apple store design company Eight Inc. has said.

Andrew Au will be delivering a presentation on ‘Customer Experience: The Lessons for Brands from Innovators like Apple’ at the Mumbrella360 Asia conference in less than three weeks (November 5-7) in Singapore.

Speaking in advance of the event in a video interview, he said: “We ought to readdress the role of the company in society. It’s no longer just about shareholder wealth creation. There is a role for companies in the wider societal community aspect. 

“It’s a fundamental shift, as pure capital gain doesn’t seem to be working out for the planet so we need to look at how we conduct ourselves.”

On the subject of design, he added: “Organisations are starting to talk more and more about experiences. I was at an event recently where somebody said “marketing is the price you pay for poor design”. It’s a controversial statement, but there is something in that. 

“Also in that context, Scott Galloway [marketing professor at Stern Business School in the United States] regularly says that advertising is a tax that poor people pay. There is a greater recognition now of the importance of design before the marketing.”

Experience design agency’ Eight Inc. was behind the Apple Store among other innovative work for high-end brands. In Au’s session at 360, delegates will learn how design can produce not only positive customer experiences but also revenue upswings. 

Brands can only win if they stand out and provide consumers with a transformative experience, delegates will hear. There will also be case studies from across the luxury, retail, fashion and technology segments.

Originally from Hong Kong, Au has been based in Singapore for a number of years. He joined Eight Inc. earlier this year and has previously worked for the likes of AOL and The Economist. Au is also vice-chairman of The Marketing Society in Singapore.

It is the second time the conference will be held. Back in 2017, the first event saw more than 1,100 delegates attend 70 sessions. Some of the industry’s most prominent speakers from across Asia and the rest of the world will feature on the programme. The format also includes one-to-one networking, a large exhibition zone, Speaker’s Corner and masterclass workshops as well as the four main content stages.

The annual Mumbrella Asia Awards ceremony will also take place during the same week as Mumbrella360 Asia – November 5 to 7 – meaning that those coming from outside Singapore only need to make one trip to attend both events at the Marina Bay Sands convention centre. 

Tickets can be purchased on the event website. The conference is targeted at client-side marketers, ad agencies, media owners, adtech players, consultancy firms and related segments like recruitment and executive education.

“This year, Mumbrella360 Asia is going to be even bigger and better than 2017,” Carroll said previously. “Without a doubt, this is again going to be the region’s, if not the world’s best media and marketing conference this year.”

Already onboard as sponsors are Bonsey Jaden, IPG Mediabrands, Wunderman Thompson, PHD, Unruly, Brave Bison, Verizon Media, Getty Images, Mediacorp, MediaOcean, Moving Walls, Shutterstock, Taboola, WarnerMedia Entertainment Networks, Hong Bao Media, CNBC, Tickled Media, RhythmOne, Qualtrics, Shootsta, Reuters, Acquia, AnyMind Group, Moove Media, Exponential and The Code Co – with Singapore Tourism Board also supporting the event financially.

For further information on the conference and to buy tickets go to the Mumbrella360 Asia website here. In addition, for information on the remaining sponsorship and exhibition opportunities at the event contact the partnerships manager Wilfred Wong on wilfred@mumbrella.asia – and for content inquiries you can reach out to the Mumbrella Asia general manager Dean Carroll on dean@mumbrella.asia 

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